Aplicación de herramientas del marketing estratégico y comercio electrónico en las PYMES del sector alimentos y bebidas de la ciudad de Guayaquil durante la emergencia sanitaria,

Abstract

The COVID-19’s pandemic has been perceived as a threat to the commercial sector, however it has modified the traditional way of doing business, migrating to the use of digital channels. The purpose of this study is to determine which are the digital marketing and electronic commerce strategies that contribute to the growth of sales in SMEs in the food and beverage sector in Guayaquil city, considering consumption trends in times of pandemic. Therefore, through statistical models such as multiple correspondence analysis, it was possible to identify the main trends and consumer habits in such a way that it is possible to develop strategies based on these profiles. On the other hand, the binary logistic regression model contributed to the identification of activities related to the management of social networks and the use of mobile home delivery apps that had a significant impact on the sales behavior of the business. Finally, proposals and tips for improvement in the management of social networks, virtual stores and mobile home delivery apps are included so that business owners can make use of these guidelines and recommendations in the areas of digital marketing and electronic commerce, putting them into practice based on to their business model.